There's no shortage of blood, sweat and tears in Under Armour's gritty new campaign

Lindsey Vonn, Cam Newton, Misty Copeland and more appear in latest Droga5 spots

Published On
Sep 27, 2018

Editor's Pick

The latest Under Armour campaign sets out us to show the raw reality of training, complete with blood, pain and exhaustion on the faces of several well-known elite athletes.

Lindsey Vonn, Misty Copeland, Anthony Joshua, Jordan Spieth and Cam Newton are among the Under Amour spokesperson athletes appearing in the campaign by Droga5, and in the anthem film, directed by Jodeb via Prettybird, we see them at their least glamorous--training in the snow and rain or in sweaty gyms, bruised and bloody, gasping in pain. 

In addition to the main film, several vignettes pair unexpected athletes together to show viewers raw moments that highlight the commonalities of training. The collection of films is set to the soundtrack "You Can Make It If You Try’," by Gene Allison.

Underlining this theme of different sports but same grit, the tagline of the campaign is "Will Makes Us Family." It's all to promote the brand's latest line of Training gear, which includes sub-brands Perpetual, Vanish, Weather Protection and the latest Misty Copeland signature collection.

The campaign bows following Under Armour's appointment of a new CMO, fashion vet Alessandro de Pestel, who moved from PVH-owned Tommy Hilfiger. He joined the company following the unexpected resignation of Senior VP of Brand Management Adrienne Lofton two months ago and replaces its former CMO Andrew Donkin, who departed in November after a 15-month stint. 


Sep 27, 2018
Client :
Under Armour
Agency :
Creative Chairman :
David Droga
Chief Creative Officer :
Neil Heymann
Executive Creative Director :
Tim Gordon
Creative Director :
Ray Smiling
Copywriter :
Stephen Shocket
Art Director :
Patrick Horton
Design Director :
Nate Moore
Senior Designer :
Jaymes Barone
Senior Project Manager :
Lara Yegenoglu
Chief Creation Officer :
Sally-Ann Dale
Director of Film Production :
Jesse Brihn
Executive Producer, Film :
Kyle Wright
Executive Producer, Film :
Carole McCarty
Producer, Film :
Nathan Pardee
Associate Producer, Film :
Taylor Donaldson
Music Supervisor :
Mike Ladman
Director of Business Affairs :
Jocelyn Howard
Business Affairs Manager :
Daniella Vargas
Talent Manager :
Dino Spanakis
Global Chief Strategy Officer :
Jonny Bauer
Co-Head of Strategy :
Harry Roman-Torres
Group Strategy Director :
Will Davie
Senior Strategist :
Sarah Garman
Chief Media Officer :
Colleen Leddy
Group Communications Strategy Director :
Dominic Poynter
Senior Communications Strategist :
Kathryn Ruocco
Senior Data Strategist :
Joshua Gordon
Head of Account Management :
Dan Gonda
Group Account Director :
Alex Woods
Account Director :
Ashton Atlas
Account Supervisor :
Megan Haggerty
Legal :
Sarah Fox
CEO & Founder :
Kevin Plank
President & Chief Operating Officer :
Patrik Frisk
Head of Global Brand Management :
Attica Jacques
Executive Creative Director :
Timothy Parkinson
Senior Chief of Staff, Global Brand Management :
Elise Conway
Lead, Global Brand Management :
Kristen Ensor
Campaign Manager, Global Marketing Operations :
Eleni Polites
Director, Category Marketing - Men’s Train :
Stephen Perkins
Manager, Category Marketing - Men’s Train :
Sarah Magnuson
Associate Brand Manager - Women’s :
Kayla Santos
Senior Manager, Global Brand Management :
Cate Goytisolo
VP, Global Brand Creative :
Brian Boring
Director, Photography :
James Michelfelder
Creative Director :
Kristian Espinosa
Art Director :
Jason Lehigh
Senior Copywriter :
Josh Sadowsky
SVP, Digital Marketing, Media & Business Development :
Jim Mollica
Senior Director, Social Media Strategy :
Jack Daley
Senior Director, Global Media :
Kelly McArdle
Lead, Integrated Communications Planning :
Michelle West
SVP, Global Communications :
Diane Pelkey
Director, Global Communications :
Erin Wendell
VP, North America Marketing :
Courtney Carlson
Senior Marketing Director, Under Armour Europe :
Paul Nugent
Production Company :
Director :
Director :
Director :
Jordan Spieth
Director of Photography :
Mike Ragen
Director of Photography :
Evan Prosofsky
Executive Producer :
Suzanne Hargrove
Director of Production :
Tracy Hauser
Producer :
Dennis Beier
Production Company :
Believe Media
Director :
Michel + Nico
Director of Photography :
Fredrik Backar
Executive Producer :
Liz Silver
Executive Producer :
Luke Thornton
Executive Producer :
James Covill
Head of Production :
Vitaly Koshman
Producer :
Luke Tilbury
Editorial :
Exile Editorial
Editor :
Max Koepke
Assistant Editor :
Mitch Goldberg
Executive Producer :
Sasha Hirschfeld
Producer :
Gwynne Evans Reid
Associate Producer :
Charlotte Delon
Post Production :
Executive Producer :
Angela Lupo
VFX Producer :
Robert Holland
VFX Coordinator :
Tamriko Barda
VFX Coordinator :
Kyle Fader
Lead Flame Artist :
Tom McCullough
Flame Artist :
Chris Hunt
Flame Artist :
Color Company :
Colorist :
Sophie Borup
Colorist :
Kath Raisch
Color Producer :
Alexandra Lubrano
Song :
“You Can Make It If You Try”
Composer :
Gene Allison
Sound Company :
Heard City
Mixer :
Jeremy Siegel
Sound Designer :
Jeremy Siegel
Assistant Mixer :
Ronnie Stapleton
Executive Producer :
Jackie James

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